Alexa Crisa is the Partnership Program Manager for Fans 1st Media, a division under Cox Media Group.
Q. Where do you think Influencer Marketing is going in 2017?
A. I see Influencer Marketing becoming more and more flush with people’s experiences. I think there’s such a huge network of people out there that are creating this content and there are going to be more chances for everyone to get a piece of it.
I think that there will be more ways to qualify people as influencers, and more ways to create content as these platforms are changing. Who knows, maybe there will be a huge change with Snapchat? Maybe Instagram will roll something else out. People gravitate towards it and they start to own it, so I really think that we’re going to see more of that authentic, in-your-newsfeed experience – not rolling your eyes at an ad.
I think in the past, we saw people were famous on the internet because they were famous in real life, and we’re going to see more of the opposite: people getting famous on the internet and then getting famous in real life. I’m very interested to see what next year looks like.
Q. What are you launching currently from a campaign perspective that you’re really excited about?
A. November has been a huge month for us. We’re so excited for the Rare Country Awards, which just launched, as well as the Rare Goes Yellow campaign, which is in its second year. With the Rare Country Awards, we’re really excited to engage this audience and push what it means to be a “Fans 1st Media” company and give people the opportunity to vote for their favorite country artist and have a say in an awards experience. With the Rare Goes Yellow campaign we’re really able to give a spotlight to America’s veterans and it’s not just about surprising celebrities who may be veterans – it’s about everybody, and about being inclusionary. So we’re very, very excited.
Q. What tools are you using for Paid and Earned Influencer Marketing?
A. For earned influencers, we are using Insightpool. We’re very excited. It’s been a really cool way to identify people and to take what we see in the tool and apply it to our overall strategy. We can give that feedback to editorial and say, “Hey, we’re seeing these matches for x type of content.” We’re really streamlining that process in being able to work more closely together.
For paid influencers, we’ve dabbled in other strategies as far as working with agencies and individual influencers, and we’re fortunate that we have a very connected staff. We’ve been able to find friends of friends who are very influential and who know each other from the space so they’ll probably resonate to our audience.
We’re just excited to really be able to streamline the influencer process and find that right fit and know that our audience is going to love the content. We want to see beyond the numbers and see beyond the volume and really see value.
This Q&A with Alexa Crisa is part of Insightpool’s Age of Influence series.